Initially produced this concept as a short animatic for part of a new business pitch, this was the cornerstone of the creative work that won the business for GSW NY. From this, a 90-second full CGI animation was created. This was directed by Dan Sumich and produced by Passion Pictures, London. The original music composed by Kari Steinert at Big Foote. This won both a Clio and Manny Award for Best Consumer Campaign. The creative team were Frank Mazzola, Anthony Turi, Nick Capanear and Kirby Cobb.
Covenant House for over 40 years has helped transform and save the lives of more than a million homeless, runaway and trafficked young people. They offer housing and support services to young people in need currently housing and helping 74,000 youth every year. This campaign is designed to make New Yorkers aware how many young people are trafficked in NYC. These two spots were created to run in taxi cabs. the creative team were, Taylor Kissinger, Alyssa Porchetta, Nick Capenear and Ron Larson. The Director was Alex Telfer, the Editor Peter Mosart at Hooligan NYC and the color transfer was by Lez Rudge at Chimney. All donated as this a a pro bono project for the New York based charity.
This broadcast commercial is the first of two disease state 30 second spots for a condition called Peyronie's Disease. This condition in men is an obviously sensitive subject to raise so to speak. The campaign is getting a great deal of attention and the Endo client is so pleased with the advertising they have plans to double their media budget. The creative team were Emily Tallman, Tom Mullins, at GSW Newtown PA and Patrick Moos and Kerry Ciociola at GSW NY. The director was Fred Rowson at Blink London, and the editor was Peter Mostart at Hooligan NYC, the music was by Big Foote.
Produced this commercial at GSW NY for the charity organization JDRF - Type 1 Diabetes. Working with a shoestring budget the production was filmed in upstate New York with real people and patients. The director was David McNamara at Collective New York and edited by Peter Mostart at Hooligan NYC. The creative team were Frank Mazzola, Jeannine Doumar, Anthony Turi, Nick Capanear, Kirby Cobb and myself.
This pro bono commercial is part of a campaign for CMV Foundation. CMV is a common virus that infects people of all ages, regardless of ethnicity or socio-economic class, and most people have been exposed to CMV at some point in their lifetime without their knowledge. One per every 200 children is born with congenital CMV in the United States, making it the most common congenital viral infection affecting newborns? CMV can be easily transmitted to an unborn child by a pregnant mother experiencing a CMV infection, an often symptomless virus. This spot was created to make parents aware that infant deafness is one of the main results of the virus. Created by Nick Capanear, Adam Hessel, Ron Larson and myself - I also produced this spot. It was directed by Alex Telfer and edited by Peter Mostert of Hooligan NYC. Many thanks to them for their amazing talent and contribution as well as Big Foote for the audio track and to Lez Rudge, Head of Color at Chimney.
As Head of Broadcast Creative for all Ford Brands and Corporate accounts at JWT Detroit, my challenge was to elevated the level of creative and production, a daunting task as the quality of creative was in need of a major overhaul. Over the next three years several campaigns were created and produced. The most urgent requirement was to totally update the stale Ford Truck brand. The strategy developed was to reach the youth market and so we developed over a dozen commercials. The campaign won many awards, including Cannes and Clios. The creative team included Merritt Fritchie, Bill Majeweski, Todd Ruthven and Dan Weber and producers were Bob Ammon, Leslie Rose and Tom Robertson
This was the first spot of an award winning campaign (Clio-Cannes) that began as a controversial one at Ford but quickly gained huge support. This ‘ Pop Culture’ campaign was targeted at the growing youth market for trucks and eventually over 12 spots were produced. The Director was Robert Logeval and the editor was Adam Pertofsky.
This was a spot that ran the most in the ‘Pop Culture’ campaign as it seemed to appeal to an audience beyond purely the youth market. The copywriter on my team, Merritt Fritchie, was the leading concept influence and visionary for this campaign.
My personal favorite of this campaign. A great fun to shoot and edit.
Never want to shoot another spot in the rain ever again.
This was shot at night in Vancouver, we lit up the sky all night and had half the city come out to watch us film this spot.
Maybe one of the most challenging productions one could ever have. Directors bidding this offered and variety of solutions using special effects etc, but only one proposed shooting this in the arctic. Also he was so committed to making this in a truly authentic way, he flew to Murmansk Russia to scout for a ice breaker that would be perfect for our needs. The entire shoot was based form the ship which sailed with crew and trucks from the northern most tip of Norway to the arctic for 4 days. The shoot lasted 3 days and the journey back 3 days. In that entire time every was smooth sailing and mostly through ice. Andrew Douglas of Anonymous Content directed this epic production.
This was a very different spot produced for the youth market. The vehicle The Ford Sport Trac- an all terrain hybrid SUV /Truck. Filmed entirely on location at Yosemite by director Geoffrey Barrish.
Head of Broadcast Creative for all Ford Brands and Corporate accounts at JWT Detroit. The task was it was to elevated the level of creative and production. Over the next three years many campaigns were created and produced across all car a truck brands. Ford Corporate also awarded a huge branding campaign to announce the Chairmanship of Bill Ford. Awards were numerous including Clios and Cannes Lions. Directors include Leslie Dektor, Robert Logevall and Andrew Douglas. Here are a few examples from the several dozen commercials created and produced. The creative team were Bruce Rooke and myself and the producers were Tom Robertson and Leslie Rose.
This was the launch commercial for the Thunderbird. The plan was a series of mystery stories but as the vehicle was not a success due to lack of funding cars at Ford we only made one. Robert Logeval directed and the brilliant edit was by Andre Betz.
On of a series of ten corporate commercials to announce the Chairmanship of Bill Ford Jr and his vision of taking the company into the new century. The campaign was directed by Leslie Dektor and edited by Keith Salmon.
Created and Produced this spot for cinema targeting the youth market. Directed by Robert Logeval.
This spot was conceived, shot and produced and finished in a month. The launch of the vehicle had been rushed forward by Ford because of the the previous model's safety and reliability issues. This was filmed entirely on a stage.
This campaign for Mercedes Benz focussed on Safety, Durability and Reliability. The fundamental principles that the German car maker base the manufacture of every vehicle they engineer on. The campaign won many awards including both Clio and Andy Awards for best Automotive Campaign. I was the CD/Art Director and Bruce McCall, CD/Copy with Paul Stenquist, Copy and Tim Devitt Producer. The Directors were Leslie Dektor and Jim Edwards and Keith Salmon, Editor.
This 60 Sec spot was a recreation of an actual interview at Mercedes Benz safety facility with their head engineer. He revealed that Mercedes Benz never protected their safety cage design. Thus allowing all manufactures to build their vehicles with this technology.
This commercial concept was based on the fact that more race car drivers and stunt drivers own more Mercedes Benz cars than any other make. We interviewed several stunt drivers and from these we crafted the script.
This commercial celebrated both the Le Mans 24-Hour Race victory and the Guinness Book of World Records for the most durable car that had travelled over a million miles.
This campaign was a delightful project from the very start. After several rounds of concepts 'The Puffagins' floated to the top. It was a perfect campaign solution for Atrovent COPD Inhaler. Working with the creative team from the ideation stage we reviewed several animation companies and we eventually awarded the project to Hornet, a New York based company. They created animations for the web as well as banners ad and print assets. Included here are four consumer facing web videos. This campaign has won several awards including a Clio. The creative team were Kerry Ciociola and Patrick Moos. After the initial rounds of production my talented agency producer, Sara Rogers completed the web videos.
Produced this HCP campaign for Xgeva, a drug to treat bone cancer, was created at GSW NY. Each version of the campaign transformed recognizable bone structures into ones that reflected what a patient might might want to focus during in their treatment. A flower shop owner, a musician and a mechanic. The bone structures were built in CGI by ‘There Is Studio’ Sean Freeman and Eve Steban are the artists. The team of creatives were CD’s Mike McKeever & Valerie Wagner,Christa Moeller & Pam Willie ACD’s Briana Marquit & Alyssa Porchetta AD’s Stephanie Alexander & Elizabeth Anderson CW’s. This campaign won a 2022 Manny for Best Digital Campaign.
BIOGEN VR EXPERIENCE
This was a fascinating project produced for GSW Columbus. The task was to create a total VR experience of a new Biogen Biosimilar Plant in Denmark. After bidding production companies that had VR knowledge and experience, it was decided to go to The Mill NY. There was a great deal of collaboration with both creative and production to craft the storyline. The final product was an 8 minute full VR experience that was used at pharmaceutical trade show around the world. The video here is just a short 'Making of' that the director Westley Sarokin narrates. If there is any interest in viewing this with VR goggles, please contact to arrange a viewing with goggles. The creative was by Bruce Rooke, Randell Montgomery and myself.
Miracle Feet is a charity organization for the condition called "Club Foot." This pro bono client of GSW NY had a limited budget, but with strong personal contacts and relationships with production companies and post companies it was possible to produce a long-form animation and a 30-second spot. Passion Pictures's sister company Strange Beast produced "Miracle Worker," and Big Foote produced the music track. Stratum Mumbai produced the ‘Little Piggy’ TV spot with the help of producer Charlie Curran. Paul Martinez edited this at Arcade LA. Nice Shoes, Sound Lounge, and Hooligan NY kindly donated their time and talents to this project. The Campaign won the 2018 Manny Award for best Philanthropic Campaign. The creative team were Nick Capanear, Adam Hessel, Jeff Bartsch, Roger Stephens and myself.
The Tudorza campaign for GSW NY was was produced in animatic form initially with Studio NYC and from the test results the final production had to adhere closely to the animatic. This can often reduce the ability to be creative when entering the final production stage. But working closely with The Mill + NY we were able to create a spot with the right balance of humor and information about this COPD drug. The creative team were, Kirby Cobb, Frank Mazolla, Anthony Turi and Nick Capanear.
